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description

To maximize their effectiveness, color cases should be printed in color.

Over three decades, Oscar de la Renta (ODLR) had established itself as one of the premier luxury brands in America. Its mainstay business had always been producing and marketing high-priced, couture/ready-to-wear luxury goods. Now, in September 2003, it faced a series of critical strategic decisions. First, how should it grow the business while preserving its luxury brand? Should it diversify into the moderately priced segment of apparel and unserved customer segments like the Hispanic market, where it had a strong brand appeal but negligible presence? Second, as a family-owned company, how could it effectively compete against increasingly larger, publicly financed, luxury goods conglomerates? And, how might de la Renta, the company's founder and chief designer since inception and now 71 years old, effectively prepare the company for the future? Describes the company's business and highlights these key tensions: expanding the scope of a luxury brand, pursuing licensing or organic growth strategies, and competing against publicly owned conglomerates. Includes color exhibits.

learning objective:

To examine in depth the dual challenges of scope and ownership as they apply to a family-owned, luxury brand company whose brand is intimately tied to its founder and chief designer. To use information on the changing competitive landscape and the relative success facing companies pursuing different strategies to examine in-depth the strategic options that confront ODLR.